How To Choose Your Company’s Core Values 

Choosing your company’s core values is a pivotal task that shapes your corporate culture, guides decision-making, and influences overall business success. Here’s a practical list to help you identify and define the core values that will drive your organization forward.

1. Reflect on Your Mission and Vision

Start by revisiting your company’s mission and vision statements. These foundational elements should align with your core values. Ask yourself:

  • What is the purpose of our business?
  • What long-term impact do we aim to achieve?

2. Involve Your Team

Gather inputs from various team members across different departments. This inclusive approach ensures that the values resonate with everyone in the organization.

  • Conduct surveys or focus groups.
  • Hold workshops or brainstorming sessions.

3. Identify Key Behaviors

Think about the behaviors you want to see in your workplace. Core values should translate into actionable behaviors that everyone can embody.

  • List out desirable behaviors.
  • Discuss examples of these behaviors in action.

4. Analyze Your Company’s History

Look at your company’s journey, challenges, and triumphs. Reflecting on your history can reveal recurring themes and principles that have guided you.

  • Identify key milestones and the values demonstrated during those times.
  • Consider both successes and setbacks.

5. Assess Competitors and Industry Standards

While it’s crucial to be unique, understanding the core values of your competitors and industry leaders can provide valuable insights.

  • Conduct a competitive analysis.
  • Benchmark against industry standards.

6. Define and Prioritize Core Values

Narrow down your list to a manageable number (typically 3-7) of core values that are most crucial to your business.

  • Ensure they are specific and actionable.
  • Prioritize values that align with your long-term goals.

7. Test for Durability and Relevance

Your core values should stand the test of time and be relevant regardless of market changes.

  • Ask if these values will still be important in 10 years.
  • Ensure they are adaptable to future growth.

8. Communicate Clearly

Once defined, communicate your core values clearly and consistently to everyone in the organization.

  • Use internal communications like newsletters or meetings.
  • Incorporate values into job descriptions and performance reviews.

9. Embed in Organizational Practices

Integrate your core values into daily operations and company practices to ensure they are lived, not just stated.

  • Align policies and procedures with these values.
  • Recognize and reward behaviors that reflect core values.

10. Review and Revise Periodically

Regularly revisit your core values to ensure they remain aligned with your company’s direction and growth.

  • Conduct periodic reviews and solicit feedback.
  • Be open to making adjustments as necessary.


Choosing your company’s core values is a strategic process that requires thoughtful consideration and input from the entire organization. By following these steps, you can establish values that will guide your business toward a cohesive, productive, and ethical future.